Makers Markets: Sales vs Marketing

I was part of a conversation recently about feeling disheartened with selling your product at markets. 👇

"Footfall is dropping compared to covid."

"Markets are so tough - it can be soul destroying."

"I have as a rule not to do markets. It’s physically and mentally draining, and zero money comes from it even if you sell."

Unless you’re at a premium seasonal event like a Christmas market, the average market stall rent is around £70 a day. From a purely sales perspective, this investment might seem like a big risk—especially if you're not sure you'll make enough to cover your costs. But before you give up on markets completely, let’s take a moment to reframe the situation from a marketing perspective... 😌🕺

Keep reading as we break down why a makers market could be an absolute goldmine when viewed through a marketing lens, focusing on three core elements.

Three core marketing elements

1️⃣ A Prime Opportunity for Brand Awareness

Think of markets as a chance to introduce your brand to new people, even if they don’t buy anything right then and there. Building awareness is essential to long-term success, and it starts with:

Business Cards: Giving potential customers something tangible to remember you by.
Freebies: Small samples or branded items can leave a lasting impression.
Engagement: Invite people to join your email list, sign up for a challenge, or follow you on social media via a QR code on your stall.
Community Building: Connecting with fellow stallholders expands your network and opens up collaboration opportunities down the line.

Even if you don’t make immediate sales, you’re planting seeds that can lead to future growth and a loyal customer base.

2️⃣ A Space to Practice Brand Storytelling

There’s nothing like face-to-face interaction to convey your passion and story as a maker. Markets provide the perfect platform to:

Share Your Process: Customers love hearing the stories behind your products—whether it’s the inspiration, the craftsmanship, or the effort that goes into each piece.
Price Justification: Being there in person gives you a chance to explain why your products are priced the way they are, breaking down the costs of materials, time, and expertise.
Reinforce Branding: From your stall setup to your own wardrobe, everything can serve as an extension of your brand. Visual consistency builds trust and helps your audience connect with you.

3️⃣ A Direct Line to Market Research

Want to know what your target audience is really thinking? There’s no better way than to talk to them in person. At a makers market, you can:

Get Instant Feedback: What do customers think of your products, pricing, and packaging? What do they gravitate towards? Ask them questions, observe their reactions, and use that information to refine your offerings.
Test New Products: If you’re unsure how a new item will perform, markets are a great place to test it out before committing to a full launch.
Gauge Trends: By seeing what other stalls are doing and how customers respond, you can stay ahead of trends in your niche.

Markets vs. Other Marketing Channels: The Comparison

If you compare the marketing value of a makers market with other methods you’d use to gain similar opportunities, it becomes clear how much you’re getting for that £70 stall fee.

1️⃣ Market Research:

Typeform for surveys: £20/month
Setting up social media polls: Time-consuming
Hiring freelance researchers or focus groups: £150–£1000

2️⃣ Social Media Visibility:

Building an engaged Instagram audience: 1–2 years
Paid promotional stories: £20+ each time

3️⃣ Cohesive Branding That Catches The Eye:

Hours spent designing a brand color scheme for your feed on Canva
Time spent scheduling and editing posts to fit the "vibe"

4️⃣ Driving Traffic to Your Socials:

Researching hashtags, crafting captions, and optimizing your bio can take hours.
If your feed doesn’t resonate immediately, potential followers scroll right past you.

5️⃣ Freebies and Business Cards:

Mailing freebies or samples adds extra costs, and you can’t replicate the impact of a face-to-face interaction.

6️⃣ Building a Creative Community:

It can take years to establish relationships online, but a few good conversations at a market can set the foundation for long-term collaborations.

Total potential cost of doing it all online instead of attending a market? Thousands of pounds, not to mention months (or years) of effort.

(Yes, I’m being dramatic, but seriously, you get me!)

Shift Your Mindset: There’s More to Markets Than Sales

I'm not saying markets are easy or that they should replace other marketing methods entirely. But there is real value to uncover there—especially when you look at it through the lens of marketing, storytelling, and research. Next time you consider booking a market stall, remember that you’re getting more than just a chance to make sales. You’re gaining an opportunity to grow your brand, connect with your audience, and set yourself up for future success. All for the price of £70!

All it takes is a mindset shift. So go ahead—book that market stall and embrace it as part of your marketing strategy.

Your marketing/storytelling/branding fairy forever and always,

Georgia xx